Discover some of the new frontiers of effectiveness thinking – how creativity influences pricing power, what the synergy between sustainability and profitability is and what it takes to prove the effectiveness of humour in marketing. Dive into the insights from the IPA’s world-leading Databank and hear from leading econometrician Dr Grace Kite, M&C Saatchi Group CEO, Zaid Al-Qassab and former AMV BBDO Chief Strategy Officer, Bridget Angear. With the IPA Databank's track record of revealing innovations and culturally significant campaigns, discover what 2024 has in store. Be ahead of the curve in understanding the future of effective creativity. — The Creative Impact content stream at Cannes Lions is co-curated with WARC, the authority on marketing effectiveness. —